What Differentiation measures

We cover the logo and read what is left. If the page could belong to any firm in the category, it fails. We call it the Cover Your Logo test.

What the eight sites did

Most firms had something real that set them apart. A tax-first model run by a CPA. A trademarked planning process. Twenty-plus years serving one kind of client. On almost every site, that edge sat one scroll down, inside a disclaimer, or in the page’s meta description where only Google reads it. The headline said what everyone says.

Why this happens

Advisors describe it the same way: the vision is clear, but putting it into words never happens. So the site falls back on the words the industry already uses, like holistic, personalized, journey and peace of mind.

How to fix it

Find the sentence only your firm could say. It is usually already true and already somewhere on your site. Move it to the top. Then cut every phrase a competitor could also claim.

Check your own site

Cover your logo. Read your headline out loud. If a firm across town could say it without lying, it is not yours yet.

Next step: Request a free audit